MTN Dew enlists Migos, Holly Holm, Joel Embiid to urge people to live large
Caffeine-powered soft drink MTN Dew celebrates people who push the limits and live large in a campaign that promotes all the flavors under the Dew umbrella.
Migos for MTN Dew
‘Let's Do’ is a challenge to new faces, and a rallying cry to old friends, according to the brand. The 60-second anthem spot brings together sports and music stars to celebrate the power of doing.
Hip-hop trio Migos provides the infectious soundtrack and also stars in the spot, riding through a mansion on gold plated chopper trikes.
Holly Holm, the first female hero of a Dew commercial and former UFC Women's Bantamweight Champion, stares into a mirror as her reflection takes on its own persona.
Skateboarding standouts Sean Malto and Mariah Duran prove a few falls aren't enough to keep them down, and 86-year-old artist Ushio Shinohara pulls his signature boxing painting technique. Also, NBA All-Star Joel Embiid lands an epic blindfolded dunk.
"In the industry, you have to go after what you want, because no one else is going to do it for you," said Quavo, a member of Migos. "We've lived that mantra to get to where we are and it feels like this next level ‘Do the Dew’ speaks to that. It's pushing people to embrace what they love and get out there and do it."
The commercial, voiced over by Quavo, also features a new track, ‘Position to Win,’ written and performed by Migos, which was inspired by the campaign.
"This track is about passion, drive and action," continued Quavo. "We wanted to bring that energy and excitement to the fans."
The campaign marks the first time the brand has included the entire product portfolio in a single commercial, including the original, MTN Dew Ice, Code Red and Kickstart.
“’Do the Dew’ has been a rallying cry for decades, but now we're pushing the boundaries of what it means to do," said Erin Chin, senior director of marketing, MTN Dew. "It's more than just thrill seeking; it's about finding a purpose and knowing that no matter who you are, you can live out that passion. MTN Dew is not only recognizing that drive but celebrating that it feels good to do it."
The ad will first air on television on Monday, January 21 during NBA programming on TNT, and will be followed by multiple 30- and 15-second versions.
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